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Is Dan Kennedy Missing the Mark with His Outdated Marketing Strategy?

I’ve been hearing about Dan Kennedy, one of the most respected copywriters in history, for years, but I never picked up the gauntlet and explored him until recently. A potential client mentioned him, and I thought, wow, I haven’t heard that name in a while. Clearly he’s still helping people. I should check him out.

So I visited his website. He’s now branding himself as the Glazer Kennedy Insiders Circle, and offers a subscription service for people who want to sell through copy. The site is modern enough, and I took the bait by clicking on the big “The Most Incredible Free Gift Ever” ad in the corner. There, I land on a — now that I think about it — surprisingly short sales letter encouraging me to sign up to get this free gift and just pay shipping, which amounted to about $20. What have I got to lose? Read more

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Branding
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March 18, 2015
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Do You Sell Your Knowledge? Why You Have to Demonstrate That You Know Your Stuff

When you sell products, those products tend to speak for themselves. People can review them online and tell others about them. Plus, most products come at an affordable enough price point that most people don’t feel they’re risking much to try them.

But what happens when you sell your knowledge — what’s inside your head — the way a consultant does? There’s not really a Yelp for consultants, and there are simply too many of us out there for customers to know who’s the best fit for their needs.

That’s where branding and thought leadership come in. These two components are necessary for any marketing strategy, but are all the more important when what you’re selling is essentially air.

How to Show Your Expertise

I’ll use myself as an example. I sell both my knowledge of small business topics and my writing skills. In some ways, I do sell a product, because you can look at what I’ve written online and decide if you like it. But my knowledge is really where the value lies. I’m not just churning out content mindlessly like a robot. I’m using what I know, as well as my research skills, to create custom writing for every client.  Read more

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Branding
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February 11, 2015
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Good Leaders Use Visual Aids To Give Dynamic Presentations

If everything seems equal, what separates one company from another? Why does one company succeed while the other fails? More often than not, it boils down to the leadership that exists within those companies. Good leaders can motivate even the most dedicated slackers into taking action and making something for which the entire team can feel proud.

One of the most important parts of being a good leader is being able to communicate well. Most of the time this isn’t a big deal. You are an interpersonal communication rock star! Sometimes, though, your fear starts to get the better of you and it usually happens whenever you have to address the group as a whole or give a presentation to your higher ups.

There are lots of steps you can take to build the self confidence you need to feel comfortable speaking in front of a group of people. You’re probably working to develop that confidence now. In the meantime, why not rely on visual aides? In addition for keeping your audience from staring at you, visual aides also enhance the power of a message. Used correctly, graphics and images can improve the flow of the presentation, offering clarity and insight at just the right moments. Read more

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Branding, Entrepreneurship
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January 21, 2015
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Quick Fix: What’s One Thing You Can Do Differently in Marketing This Year?

I had the idea to start these shorter blog posts to get your wheels churning. Now, if the idea of setting resolutions for your business wasn’t appealing, let me approach it from another angle: if you were to do a single thing differently to make your marketing more effective this year, what would it be?

The possibilities are endless, but let me give you a few ideas to chew on:

  • Write blog content more regularly
  • Publish an ebook to attract more email subscribers
  • Guest post on other blogs
  • Become more active on social media
  • Invest more in marketing overall
  • Hire a marketer or ghostwriter to beef up your brand

Making one simple change could be enough to set your sales off in a new direction this year. C’mon. You can commit to one simple change, can’t you?

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Branding, Content Marketing
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January 9, 2015
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